2013 uk digital future in focus

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.

February 2013

Key Insights from 2012 and What They Mean for the Coming Year

© comScore, Inc. Proprietary. 2

Introduction

Executive Summary

Media fragmentation is occurring at light speed in today’s multi-platform environment, which features not only computers, but smartphones, tablets, gaming platforms and a seemingly ever-increasing number of emerging devices.

Major media events in 2012, like the Olympics for example, have shown us that consumers have become more platform agnostic in their digital media consumption and happily switch devices throughout the day and into the night to stay up to date on email, news, social media etc.

comScore has been preparing for a future scenario where most people will consume content on the go and PCs would no longer be the centre of the digital universe. This future is quickly becoming a reality.

The following report examines how the latest trends in web usage, online video, mobile and search, social and shopping are currently shaping the UK digital marketplace and what that means for the coming year, as comScore helps bring the digital future in focus.

FOR FURTHER INFORMATION, PLEASE CONTACT: Berit Block [email protected] Cathy McCarthy [email protected]

#FutureinFocus


Key Takeaways

UK advertisers continue to invest in online In December 2012, 16% more display ads were published than in December 2011. More than 923 billion display ad impressions were delivered across the web in 2012 increasing the importance for validation and measuring viewable impressions.

Facebook remains the leading social network Social Networks capture the largest percentage of consumers’ time and also display impressions in the UK. There are some rising stars to watch – Tumblr, Instagram, Pinterest and Goodreads – that have all had strong growth rates across PC and mobile.

Consumers experiment with m-commerce Online shopping now reaches 9 out of 10 UK internet users on PC, while Mobile shopping is growing rapidly. Our study shows that 1 in 5 Brits used their smartphone to purchase a good or service in December 2012

UK has highest engagement in Europe Consumers in the UK spend more than 37 hours per month online on their PC, representing the highest of all 18 EU markets analysed. Movies and Job Search were the fastest growing categories.

Media landscape is fragmenting Nearly 1/3 of page views in the UK now occur on a smartphone or tablet. The rapid adoption of internet enabled devices is contributing to a more fragmented digital media landscape.

Online video continues to grow The online video audience in the UK grew 8 percent in the past year, whilst the audience for video viewing on a mobile grew 262 percent. YouTube still top video property followed by Amazon and Facebook.


Content SETTING THE SCENE Global Overview 5 European Online Landscape 8

European Mobile Landscape 12

2013 UK FUTURE IN FOCUS Online Landscape 17 Mobile Landscape 20

Digital Audience Behaviour 25 Online Video 36 Search 41

Digital Advertising 44 Spotlight:

§ Social 50 § Silver Surfers 54 § Shopping 59

Conclusions 65

Tweetable Highlights 69 Methodology 70 About comScore 74


GLOBAL OVERVIEW

#FutureinFocus


66%

13%

34%

87%

1996 2012

Outside US

Distribution of Worldwide Internet Audience The US is no Longer the Centre of the Online Universe

Source: comScore MMX, December 2012, Worldwide 15+,

Asia Pacific

42%

Europe 27%

North America

14%

Middle East - Africa

9%

Latin America

8%

Outside US

© comScore, Inc. Proprietary. 7 Source: comScore MMX, December 2012, Worldwide 15+,

Time Spent and Growth Across Regions US Users Spent Most Time, Whilst Asia Pacific Outgrows Rest of the World

Global Average: 24.7 Hours a Month

42.8

26.9 22.7

18.9 18.2

North America Europe Latin America Asia Pacific Middle East - Africa

Hou

rs p

er V

isito

r

596

382

127 211

129

637

408

135 215

131

Asia Pacific Europe Middle East - Africa

North America Latin America

Uni

que

Visi

tors

(MM

)

Dec-11

Dec-12

+7%

+7%

+6% +2%

+1%


EUROPEAN ONLINE LANDSCAPE

#FutureinFocus

© comScore, Inc. Proprietary. 9 Source: comScore MMX, December 2012, Europe 15+

Online Audience Across Europe 15% of Europe’s 408 Million Internet Users are in Russia

61,3

45

52,4

48

43,0

21

39,3

57

28,7

22

23,9

17

22,4

10

19,3

50

12,0

06

6,40

4

6,37

1

5,03

4

5,02

7

4,74

3

3,77

2

3,47

6

3,33

6

2,59

8

Tota

l Uni

que

Visi

tors

(000

)

Russia’s internet audience grew 15% since December 2011 and reached a new milestone: over 61 million internet users

© comScore, Inc. Proprietary. 10 Source: comScore MMX, December 2012, Europe 15+

Engagement Across EU Audiences In the UK, Average Online Hours per Person Increased 5% Year over Year

37.3

31.0

30.6

29.3

27.8

27.7

26.9

26.1

24.9

24.6

23.8

22.4

22.0

20.6

20.6

19.5

18.5

16.6

14.4

United Kingdom

Turkey

Netherlands

Poland

Finland

France

Europe

Russian Federation

Norway

Germany

Spain

Belgium

Sweden

Portugal

Denmark

Ireland

Italy

Switzerland

Austria

Aver

age

Hou

rs p

er V

isito

r

Belgium saw the strongest growth of time spent per visitor across Europe. Users spent an additional 2 hours online compared to a year ago.


23.1

15.1

15.7

20.8

16.4

20.1

24.2

17.6

19.3

21.2

24.9

22.8

20.6

20.2

19.3

23.5

25.4

20.2

17.5

19.2

24.3

19.4

19.1

19.4

14.7

27.9

21.4

15.1

14.3

17.6

Europe

France

Germany

Italy

Spain

UK

% o

f Tot

al M

inut

es

Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+

Source: comScore MMX, December 2012, Europe 15+

Under 35 Year Olds Accrue Nearly 50% of Time Spent in Europe Composition of Minutes per Age Group Varies Greatly


EUROPEAN MOBILE LANDSCAPE

#FutureinFocus

© comScore, Inc. Proprietary. 13 Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+

241,000

61,000

49,500

48,000

47,500

35,000

EU5

Germany

United Kingdom

Italy

France

Spain

Total Mobile Audience (000)

Mobile Audience in EU5 Crosses 240 Million Mark

241 Million


6.6 7.7 6.4 5.9 5.5 7.2

10.4 11.4 10.2 8.9 9.2 11.8

16.4 16.5 15.8 15.1 18.2 16.9

18.1 16.7 17.4 19.7 21.3 16.7

18.5 16.6 21.4 18.9 17.6 17.3

30.0 31.2 28.8 31.5 28.1 30.1

EU5 France Germany Italy Spain United Kingdom

Persons: 13-17 Persons: 18-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+

Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+

Over 35% of EU5 Mobile Users Are Under 35 Years Old UK has Biggest Proportion of 18-24 Year Old Mobile Users

© comScore, Inc. Proprietary. 15 Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+

Smartphone Penetration in EU5 at 57% 64% of UK Mobile Owners Use a Smartphone

66%

53%

51% 64%

53%

December 2012 was the first month all European countries crossed the 50% mark for smartphone penetration.

57% EU5

Average

© comScore, Inc. Proprietary. 16 Source: comScore Device Essentials, December 2012, Europe – Share of browser based page views

Device Share of Page Views Across Countries in Europe Nearly 1/3 of UK Page Views are from Mobiles and Tablets

68.1% 71.4%

74.8% 86.4% 86.5% 86.6%

87.6% 88.5% 89.0% 89.3% 89.6% 90.2% 91.0%

91.9% 92.3%

94.0% 95.7% 96.2%

24.0% 21.8%

21.7% 7.3%

5.2% 7.9%

7.9% 7.9% 7.2%

5.8% 6.7% 5.6%

6.2% 3.4%

4.6% 3.8%

3.2% 2.3%

6.8% 5.6%

3.4% 6.2%

8.1% 5.2%

4.3% 3.5% 3.7%

4.7% 3.5%

3.3% 2.3%

4.3% 2.6%

2.1% 1.0% 1.5%

65% 70% 75% 80% 85% 90% 95% 100%

United Kingdom Ireland

Russian Federation Norway

Netherlands Switzerland

Finland Austria

Sweden Denmark

Italy Germany

Spain Belgium

France Portugal

Poland Turkey

PC Mobile Tablet Other


UK ONLINE LANDSCAPE

#FutureinFocus

© comScore, Inc. Proprietary. 18 Source: comScore MMX, December 2012, UK 6+

UK Online Population on the Up 44.8 Million Brits Surfed the Web via a Home or Work Computer

Gro

wth

Ove

r 1 Y

ear

+5% 42

,731

44,8

04

Total Unique Visitors (000)

Olympics frenzy fuels internet audience growth


Profile: UK Online Audience

5,447

7,489 8,018

7,367 7,353

9,129

6-14 15-24 25-34 35-44 45-54 55+

Tota

l Uni

que

Visi

tors

(000

)

Age:

10.6%

21.8%

15.3%

21.2%

31.1%

Under £10K

£10K-£24,999

£25K-£34,999

£35K-£49,999

£50K or more

HH

Inco

me

49% Female

51% Male


UK MOBILE LANDSCAPE

#FutureinFocus

© comScore, Inc. Proprietary. 21 Source: comScore MobiLens, 3 month average ending December 2012, UK 13+

UK Mobile Landscape Nearly ¼ of British Smartphone Audience are Between 25 and 34 Year Old

13-17 7%

18-24 12%

25-34 17%

35-44 17%

45-54 17%

55+ 30%

Age Composition of Mobile Audience

13-17 9%

18-24 15%

25-34 22%

35-44 19%

45-54 16%

55+ 19%

Age Composition of Smartphone Audience

Total UK Mobile Audience: 49.5 million Total UK Smartphone Audience: 31.7 million

The gender split for smartphones is identical to the UK online audience: 51% male, 49% female


74% 82%

Dec-11 Dec-12

Smartphone

Source: comScore MobiLens, 3 month average ending December 2012, UK 13+

More Than 8 in 10 Newly Acquired Devices are Smartphones

UK smartphone penetration is at 64%, but 82% of phones acquired in December were smartphones


Google Remains the Leading Smartphone Operating System Battle for 3rd place Behind Google and Apple Continues

2.5 2.4 2.4 2.5 2.8 2.8 2.7 2.7 2.8 3 3.1 3.4 3.8

14.5 13.1 12.3 11.9 11.2 10.1 9.2 8.5 7.8 7.1 6.4 6.4 5.7

18.3 18.1 18.4 17.6 17.8 17.1 17.3 16.8 16.4 15.3 15.2 14.6 14.4

26.4 26.7 26.7 26.3 26.6 26.9 27.4 28 28.5 28.4 28 27.6 27.8

36.6 38.2 38.7 40.2 40.6 42.1 42.4 42.9 43.6 45.4 46.6 47.3 47.7

Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12

Google

Apple

RIM

Symbian

Microsoft

© comScore, Inc. Proprietary. 24 Source: comScore MobiLens, 3 month average ending December 2011 - 3 month average ending December 2012, UK 13+

Tablets Are Here to Stay

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

Smar

tpho

ne U

sers

(000

) with

Tab

let

+243%

Over 6 million Brits had a smartphone as well as a tablet in December 2012


DIGITAL AUDIENCE BEHAVIOUR

#FutureinFocus

© comScore, Inc. Proprietary. 26 Source: comScore MMX, December 2010 - December 2012, UK 6+

Social Media Captures Most PC Screen Time in UK Total Time Spent on Services (e.g. Email) Decreased – But Still Top 2 Spot

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

Tota

l Min

utes

(MM

)

Social Media Services Entertainment Portals Retail Auctions

The average UK internet user spent 6.5 hours on social media sites during December 2012


1,384

1,181

8,019

4,861

635

4,065

2,511

9,661

7,372

9,698

2,764

1,790

10,629

6,397

825

5,216

3,221

12,238

9,288

12,158

Retail - Movies

Job Search

Computer Software

Consumer Goods

Pharmacy

Politics

Health Care

Beauty/Fashion/Style

Lotto/Sweepstakes

Education - Information

Tota

l Uni

que

Visi

tors

(000

)

Dec-11 Dec-12

+100%

+51%

+33%

+32%

+30%

+28%

+28%

+27%

+26%

+25%

Source: comScore MMX, December 2011 - December 2012, UK 6+

Retail Movies is Fastest Growing Web Category Year over

Year Growth


Top Web Properties

40,706

33,591 31,790

26,408 26,378 23,174 22,948 22,500

20,633 18,540

22,023

9,386

14,090

6,747 4,541 4,764 4,573 4,276 2,905 1,984

Total Unique Visitors (000) Average Daily Visitors (000)


MULTIPLE DEVICE USAGE

© comScore, Inc. Proprietary. 30 Source: comScore Device Essentials, December 2012, UK – Share of browser based page views

Device Share of Page Views in UK Mobiles and Tablets are Rapidly Gaining on PC for Content Consumption

Computer 68.1%

Mobile 24.0%

Tablet 6.8%

Other 1.1%

Non-computer

31.9%

Connected devices are here to stay – nearly 1/3 of UK page views are from mobiles and tablets


Shar

e of

Dev

ice

Page

Tra

ffic

on a

Typ

ical

Wor

kday

Mobiles brighten the commute

Source: comScore Device Essentials, Monday, 21st January 2013, UK

Device Preferences Throughout the Day Most Weekday Tablet Usage Occurs Between 8pm and 9pm

Tablets popular at night

PCs dominate working hours


Newspapers Extend Reach via Video and Mobile The Sun Extends Reach by Nearly 17% when Accounting for Mobile

13,392

11,274

9,650

5,034 4,748

12,064

10,295

8,831

4,546 4,061

2,560 1,588 1,216

702 1,039

Mail Online The Guardian Telegraph Media Group

Independent.co.uk The Sun Online

Total Digital Population (000) PC (Web and Video) Unique Visitors/ Viewers (000) Mobile Browsing Unique Visitors/ Viewers (000)

+11%

+16.9% +10.7%

+9.3%

+9.5%

Accounting for these incremental audiences, media companies are able to demonstrate significantly wider scale to advertisers. Learn more about MMX MP (Beta): www.comscore.com/MMX_Multi-Platform

Incremental Audience (%) via Mobile

Source: comScore MMX Multi-Plattform BETA, December 2012, UK 6+

© comScore, Inc. Proprietary. 33 Source: comScore MMX Multi-Plattform BETA, December 2012, UK 6+

Online Video Enables Publishers to Reach Additional Audiences

Vimeo

Perform Sports

AOL, Inc.

Dailymotion.com

Adobe Sites

Amazon Sites

Turner Digital

Disney Online

Sky Sites

Demand Media

Sites with Highest Share of Video Viewers Compared to Total Digital Audience (Among Top 100)

PC-Based Unique Visitors (000) Exclusive Video Unique Visitors (000)

+52%

+16%

+14%

+13%

+11%

+10%

+7%

+5%

+5%

+40%


Top Mobile Categories (via Browser)

Source: comScore GSMA MMM, December 2012, UK

26,136

24,353

23,739

23,009

22,780

Services

Search/Navigation

Retail

Social Media

Portals Tota

l Uni

que

Visi

tors

(000

)

45.4

34.2

33.1

23.8

13.6

Services

Social Media

News/Information

Weather

Retail

Tota

l Hou

rs (M

M)

Average time spent accessing the internet via a mobile browser in the UK: 9.5 Hours per user a month


Google Secures Spot as Top Mobile Website 3 Google Apps Make it into Top 10 – YouTube, Maps and Search


Top 10 Mobile Websites Top 15 Apps 10,687

6,734

6,575

5,349

4,534

4,153

3,112

2,598

2,000

1,549

1,431

1,390

1,303

1,168

1,016

Apple iTunes

Yahoo! Stocks

YouTube

Google Maps

Facebook

Apple Maps

Google Search

Instagram

BBC News

Twitter

eBay

Skype

Sky Sports Live Football Score

BBC iPlayer

Amazon Mobile

23,750

15,704

10,662

9,574

9,451

9,306

6,951

6,325

6,153

5,335

Google Sites

Facebook.com

Amazon Sites

BBC Sites

Yahoo! Sites

Wikimedia Foundation Sites

Microsoft Sites

Glam Media

Vodafone Group

Terra - Telefonica

Tota

l Uni

que

Visi

tors

(000

)

The winners of the app world are Facebook, Google and Apple - keeping in mind that many apps are pre-installed, while e.g. Instagram is actively downloaded by UK users.


ONLINE VIDEO

#FutureinFocus

© comScore, Inc. Proprietary. 37 Source: comScore Video Metrix, December 2012, UK 6+


Mobile Video Shows Tremendous Growth in One Year 37.5 Million Online Video Viewers vs. 11.2 Million Mobile Video Users

Dec 2012

Dec 2012

262%

8%

32,000

33,000

34,000

35,000

36,000

37,000

38,000 Online Video Growth on PC

Dec 2011

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

Mobile Video Growth

Dec 2011

Total Unique Viewers (000)

Total Unique Viewers (000)


Google Still King of Online Video

Videos per Viewer

106.6 5.0 9.6 13.2 17.7 9.2 5.3 9.6 21.2 3.4

YouTube accounts for 99.7% of Google’s video viewers

32,026

17,013

13,520

11,448

9,479

8,637

7,280

5,370

5,143

4,410

Google Sites

Amazon Sites

Facebook.com

VEVO

BBC Sites

Collective Video

Viacom Digital

Yahoo! Sites

AOL, Inc.

Vimeo

Top 10 Destinations for Online Content Videos

Total Unique Viewers


Who Uses YouTube to Boost Their Reach?

11,387

6,441

6,095

5,787

5,748

5,378

3,508

2,925

2,487

2,281

VEVO @ YouTube

Warner Music @ YouTube

Google @ YouTube

Maker Studios Inc. @ YouTube

FullScreen @ YouTube

Machinima @ YouTube

Base79 @ YouTube

BroadbandTV @ YouTube

ygent @ YouTube

BBC @ YouTube

Top YouTube Partner Channels by Unique Visitors (000)


19,554

6,744 5,433

1,493 1,219 745

News/Information - Newspapers

The Guardian Mail Online Telegraph Media Group

The Sun Online The New York Times Brand

Tota

l Vid

eos

(000

)

Source: comScore Video Metrix, December 2012, UK 6+

Newspapers: Monetising Video Content

% Ads of Total Videos:

28.8%


30.7% % Ads of Total Videos:

23.6%


16.6%


47.2%


8.2%

Advertising is one of the most important revenue streams for publishers. Get the insights to redesign your pages or create more effective ad packages, in real time. www.comScore.com/Monetization


SEARCH

#FutureinFocus

© comScore, Inc. Proprietary. 42 Source: comScore, qSearch, December 2012, Europe 15+

Turkey Leads The Way With Most Searches per Searcher in Europe UK Internet Users Searched 161 Times on Average During December

138.4

242.7

195.4

160.8 149.5

138.8 133.6 131.0 127.3 125.9 124.0 118.2 118.2 117.4 115.5 105.5 103.8 93.4 89.6

Sear

ches

per

Sea

rche

r

© comScore, Inc. Proprietary. 43 Source: comScore, qSearch, December 2012, UK 6+

Google Captures 91% of the UK Search Engine Market

91%

4% 2% 2%

1%

Shar

e of

Sea

rche

s Google Search

Bing

Yahoo! Search

Ask Network

AOL Search Network


DIGITAL ADVERTISING

#FutureinFocus


1,071,599

2,852,418

2,275,515 2,725,211

1,255,962

2,222,851

424,610

1,910,286 1,770,693 1,805,620

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

4,500,000

5,000,000

Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012

Tota

l Num

ber o

f Dis

play

Ad

Impr

essi

ons

(000

) Top UK Display Advertisers

Microsoft Corporation British Sky Broadcasting Group plc

eBay, Inc. Vodafone Group Plc

Google Inc.

Source: comScore Ad Metrix, December 2012, UK 6+

Top UK Display Advertisers Over 923 billion display ad impressions were delivered in 2012

Were the ads seen by the desired target audience? Go to www.comScore.com/vCE

to learn more about the importance of viewable

impressions.


31%

14%

11%

10%

5%

5%

5%

3% 3%

2%

11%

Top Categories by % Share of Display Ad Impressions

Social Media

Entertainment

Portals

Services

Community

News/Information

Auctions

Sports

Games

Retail

Other

Source: comScore Ad Metrix, December 2012, UK 6+

UK Publishers Carrying Most Display Ad Impressions Social Media Sites Capture Largest Share of Display Ads


Mobile Advertising – Multiple formats take hold Young Adults have an especially high recall of mobile advertising

28.0

10.8

20.5

36.4

16.3

16.6

38.7

14.5

30.3

57.7

26.2

25.8

Web/App Ads: Recall seeing ads

Scanned QR/bar code with mobile phone

Saw in-game ads

Social Networking - Read posts from organizations/brands/events

Social Networking - Clicked on advertisement

Social Networking - Received coupon/offer/deal

% of 18-24 Year Old Smartphone Users

% of Smartphone Users

© comScore, Inc. Proprietary. 48 Source: comScore, qSearch, December 2012, UK 6+

Brits Search on Amazon and eBay, Not Just Search Engines

130.1

38.7

17.6

8.9

16.7

7.7

4.0

12.7

8.1

6.4

Searches per Searcher

44,167

21,736

20,221

12,989

11,045

9,990

8,350

6,759

5,353

3,543

Google Sites

Amazon Sites

eBay

Ask Network

Microsoft Sites

Facebook.com

Yahoo! Sites

Answers.com Sites

BBC Sites

Twitter.com

Unique Searchers (000)


FOCUS ON SOCIAL, SILVER SURFERS AND SHOPPING

#FutureinFocus


WE ARE SOCIAL – ALWAYS AND EVERYWHERE


31,790

10,894

7,644

6,697

2,677

2,415

2,052

2,005

1,313

1,083

14,090

1,763

968

830

368

143

358

75

77

136

Facebook.com

Twitter.com

Linkedin

Tumblr.com

Deviantart.com

Pinterest.com

Ask.fm

Myspace

Goodreads.com

Steamcommunity.com

Total Unique Visitors (000) Average Daily Visitors (000)

Source: comScore MMX, December 2012, UK 6+

Facebook and Twitter Top Social Network Ranking Median Age of UK LinkedIn User is Just Under 40

Median Age

37.5

33.8

39.8

29.3

27.9

34.2

24.4

32.5

32.1

24.8


6,69

7

4,89

3

2,41

5

1,31

3

771

3,42

0

235

128

Tumblr.com Instagram.com Pinterest.com Goodreads.com

Tota

l Uni

que

Visi

tors

(000

)

PC Mobile



Social – the New Kids on the Block Instagram Grows UK Mobile Audience by 1112% During Past Year

+101%

+33,907%

+717%

+163%

+140%

+1,112%

+849%

+373%

YoY Growth


13,412

5,024

3,527

21,962

Almost every day

At least once each week

Once to three times throughout the month

Ever in month

Freq

uenc

y of

Acc

essi

ng

Soci

al N

etw

orki

ng S

ites

via

Mob

ile

Year over Year Growth


Mobile Social – There is no Way Around it

+27%

+13%

+8%

+20%

85.5%

69.0%

56.4%

54.6%

50.7%

Read posts from people known personally

Posted status update

Read posts from organizations/brands/events

Followed posted link to website

Read posts from public figures/celebrities

% of Mobile Social Media Users


SILVER SURFERS



**Composition Index = % of Online Visitors by Demographic Segment/% of Total Internet Users from the Demo Segment x 100; Index of 100 indicates average representation.

Silver Surfers – Understand the Largest Group of UK Internet Users

12.2%

16.7%

17.9%

16.4%

16.4%

20.4%

Composition of UK Internet Audience

Persons: 6-14

Persons: 15-24

Persons: 25-34

Persons: 35-44

Persons: 45-54

Persons: 55+

98 100 102 104 106 108 110 112 114 116 118

Gambling

Telecommunications

Business/Finance

Travel

Automotive

Index* for 55+ Year Olds – Likelihood compared to Total Internet Audience

During 2012, the internet audience aged over 55

years grew by 11% to 9.1 million. Total time spent for this age group even

grew by 25%.


2,233 1,849 1,749 1,695 1,536

1,100 1,214 1,047

4,471

2,892

169 157

135 134 133 125 122 122 118 118

0

20

40

60

80

100

120

140

160

180

0 500

1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000

Total Unique Visitors (000) above 55 Index

Silver Surfers Try Their Luck Camelot Group (The National Lottery) attracts a disproportionally high number of Brits Age 55+


Silver Surfers – Discovering the Benefits of Smartphones

In December 2012, 71% of new devices acquired by Brits aged 55+ were smartphones

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12

Feature Phone

Smartphone


Nokia Still a Trusted Manufacturer Amongst Older Age Group

20%

28%

18%

7%

10%

10%

3% 2%

2%

OEM Shares in the UK

Nokia Samsung Apple Sony RIM HTC LG Motorola Other

33%

30%

8%

6%

6%

5% 5%

4% 3%

OEM Shares Amongst 55+ Age Group


DO ALL ROADS LEAD TO RETAIL?


26,3

78

13,3

48

11,4

72

10,4

42

7,88

3

6,59

5

2,37

8 10,8

14

2,17

1

922

Amazon Sites Home Retail Group Apple.com Worldwide Sites

Tesco Stores Dixons Retail Plc.

Tota

l Uni

que

Visi

tors

(000

)

PC Mobile

+0% +87%

+5% +80%

+6% +75% +18% +49%

+18% +88%



Digital Commerce – Mobile Outpaces PC Growth Rates Amazon Attracts Most UK PC users and 87% Audience Growth on Mobile

YoY Growth Apple has nearly

as many unique visitors on

Mobile than PC


2,764

10,629

6,397

3,221

16,874

19,993

12,554

4,382

17,169

5,510

Retail - Movies

Computer Software

Consumer Goods

Health Care

Retail - Food

Apparel

Consumer Electronics

Books

Comparison Shopping

Retail - Music

Total Unique Visitors (000)

+100%

+17%

+28%

+33%

+32%

+5%

+2%

+1%

-6%

-11%

Source: comScore MMX, December 2011 - December 2012, UK 6+

Retail: Visitors to Movie Websites Double, Whilst Music Takes a Hit R

etai

l Sub

cate

gorie

s

with

str

onge

st g

row

th

Ret

ail S

ubca

tego

ries

w

ith w

eake

st g

row

th


0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

Tota

l Dis

play

Ad

Impr

essi

ons

(000

)

Dec-11 Dec-12

-21%

Source: comScore Ad Metrix, December 2011 - December 2012, UK 6+

UK Retailers Increase Number of Display Ads eBay, Amazon and DSG Lead Ranking of UK Retail Advertisers

In December 2012, 16% more display ads were published than in December 2011. UK Retailers grew the number of display ads they placed online by 51% over the same period.

+55%

+85%

+68% +142% N/A +608% +254% +27884% +86%


Mobile Retail Trends

2. SHOWROOMING The smartphone, the perfect companion for comparing prices, finding shop locations etc. is with you at all stages of the purchase funnel.

3. SHARING People use social media to share what they have purchased, check into a shop etc.

(26%) (20%) (19%)

1. PURCHASING 20% of smartphone users purchased a good or service on their device. Price per item and overall monthly spend is growing rapidly.


1.8

6.7

11.9

20.4

2.6

10.6

19.9

33.1

1.6

6.2

10.3

18.1

Almost every day At least once each week

Once to three times throughout the month

Ever in month

% of Smartphone Users

% of iPhone Users

% of Android Users


iPhone - The Mobile Shoppers’ Best Friend 1 in 3 iPhone users made a purchase via their Smartphone

iPhone users are twice as likely as Android users to shop 1-3

times a month


CONCLUSION

#FutureinFocus


2013: Putting the Future in Focus

ADAPTABLE ANALYTICS REQUIRED

This past year saw digital media’s continued rise in prominence as part of peoples’ personal lives and in business environments. Consumers are quickly becoming platform agnostic in their digital media consumption and in today’s world they can choose when and how they’d like to consume content. It might be that they started watching a film at home on their TV, continued watching it on their smartphone on the way to work, and finished watching it in bed at night on their tablet.

It’s the pinnacle of convenience for consumers, but an utter headache from an audience measurement and advertising analytics standpoint. comScore has adapted to this changing digital world to become a trusted resource for understanding cross-platform consumer behaviour and enabling multi-platform unification of all data.

Consumers have already adopted multiple platforms and devices – 2013 is the year businesses need to follow if they desire a unified, platform-agnostic view of consumer behaviour.



VALIDATION MATTERS

In the UK, more than 923 billion display ad impressions were delivered across the web in 2012 at a growth of 16 percent indicating an increasing level of comfort with a medium capable of delivering strong marketing ROI.

While delivering advertising at scale remains important, an increased premium on accountability and performance means advertisers may be sacrificing quantity for quality – whether that means leveraging more rich media, experimenting with larger ad units, or demanding ad viewability.

comScore’s 2012 research about viewable impressions, spanning over 8 EU markets and 14 advertiser brands, showed that an average of 3 in 10 ads were never actually seen by their target audiences. It is more important than ever for advertisers to evaluate campaign viewability to improve optimisation and maximise the return on their media spend.

Look for advertisers to demand more accountability and publishers to reconfigure site design and ad inventory to improve performance in the coming year.



IMPROVED ACCOUNTABILITY

In April 2012, it was announced that UKOM, the leading voice for online audience measurement for advertisers, media agencies and online media owners in the UK, signed an agreement confirming comScore as the new partner for online media measurement in the UK market as of 2013.

The selection of comScore followed an open tender and rigorous six-month selection process by UKOM, which is jointly owned by the AOP and IAB, and governed by a cross-industry board with representatives of the IAB, AOP, ISBA and IPA.

comScore is excited to provide the UK market with important insights on today’s fragmented digital media landscape. The ability to understand usage across computers, smartphones and tablets will better reflect the state of digital media today, facilitate cross-platform comparisons, and enable clients to effectively manage their digital investments.


Tweetable Highlights

•  Dec 2012 was first month all EU countries crossed 50 percent mark for smartphone penetration

http://cmsc.re/hGKMc #FutureinFocus

•  44.8 million people in UK used the internet in Dec 2012, up 5 percent over the year http://cmsc.re/hGKMc #FutureinFocus

•  UK internet users spend 37 hours online per month, more than any other EU country http://cmsc.re/hGKMc #FutureinFocus

•  UK online video audience grew 8 percent in past year, whilst mobile video grew 262 percent http://cmsc.re/hGKMc #FutureinFocus

•  63 percent UK smartphone penetration, 82 percent of phones acquired in Dec 2012 were smartphones http://cmsc.re/hGKMc #FutureinFocus

•  Google captures almost 48 percent of UK smartphone OS market http://cmsc.re/hGKMc #FutureinFocus

•  Over 6 million UK smartphone users also owned a tablet in December 2012 http://cmsc.re/hGKMc #FutureinFocus

•  Online shopping now reaches 9 out of 10 UK internet users http://cmsc.re/hGKMc #FutureinFocus

•  1 in 5 Brits used their smartphone to purchase a good or service in December http://cmsc.re/hGKMc #FutureinFocus

•  Instagram’s UK mobile audience grew 1112 percent between Dec 2011 and Dec 2012 http://cmsc.re/hGKMc #FutureinFocus

•  Nearly One-Third of Web-Based Page Views in UK Are Viewed on Smartphones and Tablets http://cmsc.re/hGKMc #FutureinFocus


METHODOLOGY

#FutureinFocus


Methodology and Definitions

This report utilises data from the comScore suite of products, including comScore MMX Multi-Platform (Beta), comScore qSearch, comScore Ad Metrix, comScore Video Metrix, comScore MobiLens, comScore Device Essentials and comScore GSMA Mobile Media Metrics (MMM).

comScore MMX The comScore MMX suite of syndicated products sets the standard for digital audience measurement and media planning. Powered by Unified Digital Measurement™, the revolutionary measurement approach that bridges panel-based and website server-based metrics to account for 100 percent of a site’s audience, MMX delivers the most accurate and comprehensive suite of audience metrics, providing valuable demographic measures, such as age, gender, household income and household size. MMX reports on more than 70,000 entities, with audience measurement for 43 individual countries and 6 global regions, as well as worldwide totals. The comScore MMX product suite includes individual products utilised within this report including comScore MMX Multi-Platform (Beta), comScore qSearch, comScore Ad Metrix and comScore Video Metrix. http://www.comscore.com/Products/Audience_Analytics/MMX

http://www.comscore.com/Products/Audience_Analytics/GSMA_Mobile_Media_Metrics_MMM

http://www.comscore.com/Products/Audience_Analytics/Media_Metrix_Multi-Platform

http://www.comscore.com/Products/Audience_Analytics/qSearch

http://www.comscore.com/Products/Audience_Analytics/Ad_Metrix

http://www.comscore.com/Products/Audience_Analytics/Video_Metrix

http://www.comscore.com/Products/Audience_Analytics/MMX

© comScore, Inc. Proprietary. 72 *Please note that Device Essentials has undergone a methodological enhancement with December 2012 data to account for additional connected devices.


comScore MobiLens comScore MobiLens provides market-wide insight into mobile digital media consumption, brand-level audience metrics, and details of device ownership and technology penetration. Using proprietary data collection methods, we survey nationally representative samples of mobile subscribers age 13+ in the U.S., UK, France, Germany, Spain, Italy, Canada, and Japan. The MobiLens sample is substantial enough to provide projected data for sub-segments as small as 1 percent of mobile subscribers. For 2012, the estimated monthly survey completes utilised for this report are 5,000 mobile phone owners in the UK. For the following analysis, the three-month average figures amount to a sample of 15,000 mobile users.

For more information, please visit: http://www.comscore.com/Products/Audience_Analytics/MobiLens

comScore Device Essentials*

comScore Device Essentials provides insight into digital traffic share across all devices worldwide, offering detail into device characteristics, connection type, and category consumption. The product is based on the comScore Unified Digital Measurement (UDM) approach, measuring browser-based page views coming from computers, mobile, and other connected devices to more than one million domains tagging with comScore.

For more information, please visit: www.comscore.com/Products_Services/Product_Index/Device_Essentials

http://www.comscore.com/Products/Audience_Analytics/MobiLens

www.comscore.com/Products_Services/Product_Index/Device_Essentials



comScore GSMA Mobile Media Metrics (MMM)

GSMA Mobile Media Metrics (MMM) is a partnership between the GSM Association (GSMA), comScore, and the UK’s 4 mobile operators: O2, Vodafone, EverythingEverywhere and 3UK. GSMA MMM aligns the power of connected mobile data with Wi-Fi activity and rich demographics to unveil the most powerful view of the who, the what and the where of mobile web via a secure, industry-audited process. The mobile network operators provide irreversibly anonymised census-level data for mobile internet usage. Demographic data is ascribed onto the unique persistent ID for each anonymous user in the operator data. Wi-Fi usage, not seen in the mobile network traffic, is captured in server-side logs of media owners and overlaid onto the operator data to create the most comprehensive view of connected mobile activity in the UK.

For more information, please visit: http://www.comscore.com/Products_Services/Product_Index/GSMA_Mobile_Media_Metrics_MMM

http://www.comscore.com/Products_Services/Product_Index/

http://www.comscore.com/Products/Audience_Analytics/GSMA_Mobile_Media_Metrics_MMM


comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behaviour that enable clients to maximise the value of their digital investments.

A preferred source of digital audience measurement, comScore offers a variety of on-demand software and custom services within its four analytics pillars: Audience Analytics, Advertising Analytics, Digital Business Analytics and Mobile Operator Analytics. By leveraging a world-class technology infrastructure, the comScore Census Network™ (CCN) captures trillions of digital interactions a month to power big data analytics on a global scale for its more than 2,000 clients, which include leading companies such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, France Telecom, Financial Times, Fox, LinkedIn, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon, ViaMichelin and Yahoo!.

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UK Digital Future in Focus 2013

#FutureinFocus

Key Insights from 2012 and What They Mean for the Coming Year

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2013 uk digital future in focus

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